Targeted marketing with consumer profiles

Consumer segmentation for smart marketing

The Netherlands consists of all kinds of households, in different types and sizes. The better you know your customers, the better you can respond to them. Matrixian helps you with this through a consumer segmentation: the ConsuMatrix Profiles.

More insight, improve customer relationships

The ConsuMatrix Profiles is a segmentation of all households in the Netherlands. We have built these on the basis of socio-demographic, geographical, real estate and household characteristics. From this, 13 different profiles have been developed. The ConsuMatrix Profiles not only give you more insight into your customers, but you also know how to recruit, develop and retain customer relationships.

Whether you want to further segment your segmentation, target more precisely, determine your local market potential, or want to adjust your tone of voice: our profiles give you a 360 ° view of your customer group.

The benefits at a glance

  • More insight into your customers and target group
  • Possibility of targeted personal marketing
  • Better recruit, develop and retain customer relationships
  • Higher ROI on your marketing activities



The 13th ConsuMatrix Profiles

How does the segmentation work?

The Netherlands is subdivided into 13 consumer profiles. The supplier has the consumer profile of every household in the Netherlands. If you want to know which types are most common in your customer base, request the customer base analysis and enrich your customer data with the following consumer profiles.

Download example profile

Get more insight into the different profiles and download a detailed profile here.

The consumer profiles in practice

HalloStroom helps households to become self-sufficient in generating energy without having to make large investments. In other words, own solar panels for a fixed low monthly amount.

You can imagine that not every household is suitable for this service. Together with Matrixian, they have made a 360-degree view of the current customer base, resulting in an ideal customer profile. The Matrixian platform makes it possible for Hallostroom to segment the ideal customer profile and then be able to apply targeted local marketing activities to it. For HalloStroom, this has resulted in a boost from online and offline sales conversion and lower costs per sale.

The 13th ConsuMatrix Profiles

Urban student

These students and workers are between 18 and 30 years old. They often live in small rented apartments or shared homes in rooms. They have a more limited disposable income and live mainly in the big cities.

Young starter

The young starter are between 18 and 35 years old and have no children. They often live in a rural or suburb environment. The income of the young starter is low to average.


The name says it all: the YUP is a successful city dweller between 30 and 55 years old. They often live in an (often purchased) apartment or single-family home in an urban environment. The YUP has no children and the income is above average.

Young dynamic family

The young dynamic family are starting families where the parents are between 30 and 40 years old. There are children in this household. They live in both a rural and urban environment, often in purchased semi-detached, corner or detached houses. Both parents work and the income is above average.

Young average family

The young average family is a starting family with children. The parents are between 30 and 45 years old and the income is average. These families often live in a terraced house, corner house or apartment.

Budget families

The budget families are families with parents between 35 and 55 years old. They live in both a rural and urban environment and the income is below average to average. They usually live in townhouses and apartments, often rented and sometimes bought.

Wondering what the other 7 profiles are?

All 13 profiles in a single PDF file.

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